Johannessen - Chapter 05

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Perhaps the most obvious questions that arise when surprising social
developments occur are: 'Who are these people? And why are they doing
it?' As regards the (re-) emergence of heterodox medicine in Europe and
North America during the last two decades, numerous studies were
conducted to answer these two questions. Most of these studies were
concerned with the patients' perspectives: Patients often turn to
heterodox medicine if they suffer from non-life-threatening chronic
diseases for which biomedical treatment has produced unwanted
side-effects rather than an effective cure. Therefore, the promise of
gentle healing in heterodox medicine is appealing (Furnham and Smith
1988, Sharma 1990). Another type of heterodox patient has ideas on
health that more closely correspond with heterodox treatment than with
biomedicine (Stollberg 2002). It has been argued that heterodox
patients were alienated from biomedical forms of the physician-patient
relationship (Fairclough 1992). Empirical evidence of harmonious
interactions in heterodox medicine is, however, ambiguous (Frank
2002a). Much less is known about the motives of those practising
heterodox medicine (Cant and Sharma 1999). Sharma (1992) presented a
wide range of motivational factors for non-medical practitioners,
partly of a practical nature (e.g., possibility of flexible part-time
work). Most of her interviewees practised another — not necessarily
medical — profession before taking up heterodox medicine (Sharma 1992).
We can assume that motives and career patterns are different for
medical doctors practising heterodox medicine, as their professional
biographies involve at least a decade of biomedical training.
Perhaps the most obvious questions that arise when surprising social
developments occur are: 'Who are these people? And why are they doing
it?' As regards the (re-) emergence of heterodox medicine in Europe and
North America during the last two de

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